What it takes to make a national campaign land
November 11, 2025
WHAT IT TAKES TO MAKE A NATIONAL CAMPAIGN LAND: How we turned a love story into a national headline, and how you can too. Not every
The Future of Social Media Marketing
In the fast-paced world of social media marketing, change is the only constant. Trends emerge, evolve, and fade away quicker than you can hit “refresh”. Staying ahead and on top of the curve is not just a goal, it’s a necessity. If you’re feeling overwhelmed, fear not! We’ve curated a list of three essential trends to watch out for in your social media marketing strategy.
1. Messaging Apps as Marketing Channels
Forget about traditional marketing channels; it’s time to slide into your customers’ DMs, literally! We’re talking about the explosion of messaging apps like WhatsApp and Messenger, which have transformed from simple chat platforms into marketing powerhouses. They aren’t just for personal conversations anymore, they serve as business customer support. These apps provide a direct and intimate way to engage with customers, building stronger brand loyalty. WhatsApp’s recent integration with Facebook Business further cements its importance. This integration allows businesses to smoothly handle customer interactions and automate responses. With the growing trend of customers preferring to inquire about products and services via messaging apps rather than traditional phone calls or emails, businesses must ensure they are active and responsive on these platforms.
We see it time and time again in our community management: consumers are increasingly turning to our clients’ social channels for inquiries such as bookings, opening times, and other questions. It’s clear that they prefer the convenience and immediacy of messaging apps for these interactions. This shift underscores the importance of businesses being active and responsive on platforms like WhatsApp and Messenger. By providing personalised and timely responses, brands can not only address customer inquiries effectively but also foster stronger relationships and build brand loyalty.
2. It's all about community over followers, building real connections that last!
While follower counts are still important, it’s the depth of engagement and connection within a community that truly matters. As Adam Mosseri (head of Instagram) simply puts it “Followers are important, yes, but a better sign of how you’re doing on Instagram is how many likes, views, reshares your content is getting” (Watch his video here: https://www.instagram.com/p/C6JSc_FrIxf/?hl=en ). Additionally, with TikTok continuing to gain popularity, social media platforms have shifted to focus on creating communities that audiences can resonate with, rather than promoting a product or service. Businesses are adapting to this trend by offering glimpses into their daily lives, sharing behind-the-scenes moments, injecting humour through memes, and showcasing the human side of their operations.
A standout strategy that has proven highly effective, particularly with our food and hospitality clients such as The Oaks and Belrose Hotel, is the use of reels to take their audience behind the scenes. Rather than simply uploading static images of food items, we’ve found success in creating engaging reels that show them through the process of how their favourite dishes are prepared. This approach allows the audience to understand how their food is prepared and creates a sense of excitement and anticipation for their dining experience, making them feel like they’re part of the action. And when people feel more connected to the food and the process behind it, they’re more likely to keep coming back for more delicious experiences.
3. Content creators still hold all the cards, shaping trends and swaying our decisions!
As the social media landscape continues to evolve, one thing remains constant: the power of content creators! However, a notable shift is emerging in influencer marketing strategies. Instead of investing large sums in one macro influencer, brands are increasingly turning to content creators with a small following but highly engaged audiences. This trend reflects a growing emphasis on authenticity and relatability in content marketing. Brands are now reaching out to smaller creators, offering collaborations in exchange for content creation, inviting them to events, or sending PR packages.
In a recent campaign with the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC) to promote Sustainable Seafood Week, our aim was to champion action for marine life preservation. This annual campaign celebrates those committed to ending overfishing and ensuring seafood for generations to come. We aimed to highlight that enjoying seafood doesn’t have to harm the environment and your wallet. By promoting certified products available at local groceries, we encouraged sustainable seafood choices. Our strategy involved a media campaign leveraging influencers, where we took a unique approach by collaborating with contra influencers. We engaged ten influencers at no cost, challenging them to share with their followers how they enjoy their sustainable tinned fish. Our selection of contra influencers was meticulously based on their niche audiences and alignment with the campaign’s message. This strategy proved not only cost-effective but also resulted in authentic and engaging content that deeply resonated with our target audience. As a result, we achieved a total of 124,000 views, with a total following of 1.25 million.
How can businesses prepare for the change?
As businesses navigate the shifting landscape of social media marketing, it’s essential to understand the emerging trends. Embracing the power of social media content creators is indeed a common practice, but staying ahead of the game requires businesses to adapt and refine their approach. This involves rethinking traditional influencer marketing strategies and allocating resources towards building long-term partnerships with creators rather than spending lots of money on one macro influencer.
In the era of community-focused content on platforms like TikTok, businesses should prioritise fostering genuine connections with their audience by humanising their brand, sharing behind-the-scenes moments, and embracing humour and relatability. With messaging apps becoming integral marketing channels, businesses must invest in tools and strategies to effectively leverage these platforms for customer support, engagement, and transactions. This may involve integrating messaging apps with existing CRM systems, training staff on best practices for communication, and staying updated on platform developments to maximize their marketing impact.
At Papaya we understand that every trend presents unique opportunities and challenges and adapting to these trends are a must if you don’t want to get left behind. Whether it’s embracing the power of content creators, fostering authentic community engagement, or harnessing the potential of messaging apps as marketing channels, we’re committed to helping our clients navigate the dynamic world of social media marketing with confidence and success.
Featured Posts
LinkedIn, the most underrated platform in your marketing mix
September 8, 2025
LINKEDIN, THE MOST UNDERRATED PLATFORM IN YOUR MARKETING MIX While we usually write for businesses or brands, this one’s for the people behind the scenes, the
When Your Brand Is A Category
September 8, 2025
WHEN YOUR BRAND IS A CATEGORY Some brands compete in a category. Others are the category. At Papaya, we’re bloody proud to work with brands that